Effects of electronic marketing on employment generation in Nigeria: Enugu state perspective

Abstract

This Electronic Marketing has made Marketing practice more interesting and easier than what was obtained in the past when practitioners travel long distances to locate prospective buyers of a firms’ products. Today, at the comfort of the practitioners room transactions are made between the buyers and sellers of organizations’ products. The challenge facing the marketers in this regard is the low literate level of the practitioners in using Electronic machines to identify prospective customers who are interested in firms’ products and lack of trust making any commitment without having one to one contact. Hence, the effects of Electronic Marketing on Employment generation in Nigeria with particular reference to Enugu state. The objective of the study include to determine the relationship between (1) Instagram and Employment generation in Enugu state (2)Tiktok and Employment generation in Enugu state (3) Youtube and Employment generation in Enugu state and (4) Facebook and Employment generation in Enugu state. The study adopted a survey research method. The population of the study consisted of the unemployed youths in Enugu state and the sample size of the studywas151.The questionnaire was designed in likert scale and was administered using research assistant. Out of the 151 questionnaires, 112 was properly filled and returned. The hypotheses were tested using Pearson correlation and t-test and were facilitated using ANOVA statistical tool. The findings of the study recommended that relationship existed in all the variables used in this study. This implied that unemployed youths in Enugu state can be gainfully be self-employed in any of the sub-variables used in this study. The study also recommended that unemployed youths in Enugu should explore all other available variables of Electronic Marketing to be gainfully employed.